Conversion rate is one of the most important metrics for ecommerce companies, and if yours is low, you need to do something about it. Many businesses find that their marketing efforts are working in one sense and driving a lot of traffic to their site, but none of that traffic is converting. If you experience high traffic levels but a low conversion rate, there is usually a specific reason, which means that you can fix it. These are some of the most common reasons for a low conversion rate and what you can do about it.
Website downtime is a common cause of low conversion rates, and it’s a big issue that needs to be addressed right away. If a customer is browsing your site and it suddenly crashes, they are not going to stick around until the website is fixed, and they will probably forget all about it so when the site is back up and running, you have already lost that customer. Website downtime also means that a lot of customers won’t even get to your site and their first impression of your business will be an error message, which doesn’t inspire much hope. It’s important that you reduce website downtime and ensure that your site is always working as it should. A poorly maintained website that is always crashing is always going to have a low conversion rate, so get it fixed right away.
Poor User Experience
Even if your website is not experiencing technical issues, it could still be turning people away because the user experience is so poor. If your site is annoying to navigate and potential customers cannot easily find the products that they are looking for, they are not going to stick around. Online retail is supposed to be quick and easy, but a poor user experience makes it frustrating. It’s important that you improve the user experience on your site by simplifying it as much as possible and ensuring that it is well built.
Lack Of Mobile Optimization
This is linked to user experience but it’s more of a specific mistake. Even if your site works beautifully on a laptop or desktop, it will still be frustrating to use on a mobile device if you have not optimized the site for mobile. It’s important that you build a dedicated mobile version of the site that runs smoothly with the correct page sizing. Over 50% of web traffic comes from mobile devices and that number is only going to increase, which means that any sites that are not optimized for mobile are going to struggle.
In some cases, it may be beneficial to build an app for your business because it’s so much easier for mobile users. Having your own dedicated app makes the browsing and checkout process a lot smoother and gives you a good marketing opportunity through notifications.
These are the 3 most common reasons why your conversion rate is so low. If you can fix these errors, you should notice a big difference.